Effectively communicating new product benefits to consumers: The use of analogy versus literal similarity
Journal Article
(2005)
Author(s)
A. Ait El Houssi (TU Delft - Responsible Marketing and Consumer Behavior)
KPN Morel (TU Delft - Responsible Marketing and Consumer Behavior)
H.J. Hultink (TU Delft - Responsible Marketing and Consumer Behavior)
Research Group
Responsible Marketing and Consumer Behavior
To reference this document use:
https://resolver.tudelft.nl/uuid:d5077d31-5d51-46dc-8337-95f1f5ebec99
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Publication Year
2005
Research Group
Responsible Marketing and Consumer Behavior
Volume number
32
Pages (from-to)
554-559
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